Page last updated at 07:09 GMT, Tuesday, 23 March 2010

It's Guinness, but not as we know it

Bottles of Guinness Black Lager
John Kennedy of Diageo with some bottles of Guinness Black Lager

Sampling the black stuff could take on a whole new meaning following the launch of the latest drink by Guinness.

The brand is famous around the world for the distinctive flavour of its dry stout which originated in Dublin.

Now it hopes to open up new streams of revenue with the creation of a black lager which is being trialled in Northern Ireland.

Pitched firmly at a younger market, it will be served up in 330ml bottles and supported by a new advertising and marketing campaign.

Parent company Diageo will be anxious the new drink - simply called Guinness Black Lager - does better than some of its previous "innovations" that struggled in the shadow of the Guinness name.

These have included "white Guinness" Breo and Guinness Light.

John Kennedy, Diageo's managing director, said the new beer had a unique taste which is "an evolution in lager making".

"With this lager, the master brewers of Guinness have built upon 250 years of rich brewing heritage to take lager enjoyment to a new level," he said.

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